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Businessmen, Partisans and Oligarchs: Political Control, News Production Philosophies And Partisan Bias In Mexican Television News
Unformatted Document Text:  33 While providing a fraction of Televisa’s overall income, Televisa’s local television division, Telesistemas, was the fastest growing division in the corporation last year. 40 Leonel Nogueda, CEO of Televisa del Bajio since November 1998, projects a news philosophy that reflects the company’s general model. News should not take sides, should protect advertisers, and “has to be a business. A news production structure costs a lot of money.” The new commercial philosophy in Mexico City took a while to permeate out to the network’s 22 wholly owned local affiliates, such as Televisa del Bajío. Azcárraga Jean is “a young man who I believe has a different philosophy, but there are a lot of people still around from the old guard … a lot of people below him who oppose change,” Nogueda said In Guanajuato, for example, the former CEO lent the station’s support in 1997 to a politician seeking the PAN’s nomination for the mayor’s post in León, the state’s largest and wealthiest city. When the politician lost, the winner punished the station by withholding information and advertising as mayor. “The lesson was that you have to be impartial,” Nogueda said. “You are a communication media. You can’t simply marry a candidate and stay right with everyone else.” Nogueda said his station covered the PAN more in 2000 because of campaign dynamics particular to Guanajuato that year, including Vicente Fox’s candidacy, the surprising outcome of a vicious PAN primary for governor, and the disorganization of the local opposition. The order from Mexico City was to tone down PAN coverage anyway, which he did, he says, by 30 percentage points. 40 Ibid.

Authors: Hughes, Sallie. and Lawson, Chappell.
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33
While providing a fraction of Televisa’s overall income, Televisa’s local television
division, Telesistemas, was the fastest growing division in the corporation last year.
40
Leonel
Nogueda, CEO of Televisa del Bajio since November 1998, projects a news philosophy that
reflects the company’s general model. News should not take sides, should protect advertisers,
and “has to be a business. A news production structure costs a lot of money.”
The new commercial philosophy in Mexico City took a while to permeate out to the
network’s 22 wholly owned local affiliates, such as Televisa del Bajío. Azcárraga Jean is “a
young man who I believe has a different philosophy, but there are a lot of people still around
from the old guard … a lot of people below him who oppose change,” Nogueda said
In Guanajuato, for example, the former CEO lent the station’s support in 1997 to a
politician seeking the PAN’s nomination for the mayor’s post in León, the state’s largest and
wealthiest city. When the politician lost, the winner punished the station by withholding
information and advertising as mayor. “The lesson was that you have to be impartial,” Nogueda
said. “You are a communication media. You can’t simply marry a candidate and stay right with
everyone else.”
Nogueda said his station covered the PAN more in 2000 because of campaign dynamics
particular to Guanajuato that year, including Vicente Fox’s candidacy, the surprising outcome of
a vicious PAN primary for governor, and the disorganization of the local opposition. The order
from Mexico City was to tone down PAN coverage anyway, which he did, he says, by 30
percentage points.
40
Ibid.


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